Bid strategy

Pick the bid strategy your account can actually feed.

Smart bidding only beats manual when the conversion data behind it is clean and the campaign structure gives it enough signal density to learn from. This audit names which strategy each campaign should be on, what is starving the bidder of signal, and where platform automation is being trusted blindly or overridden without the data to justify either call.

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What this covers

Scope

Strategy fit per campaign. Whether the bid strategy in place matches the campaign's volume, conversion data, and learning state.

Signal density. Whether smart bidding has enough conversions per ad group, per match type, per audience to actually learn instead of guess.

Conversion quality input. Whether the actions feeding the bidder are real money signals, not page views, soft engagement, or duplicate events.

Account consolidation. Whether fragmented campaigns and ad groups are starving the bidder of signal that a smarter structure would concentrate.

Override discipline. Where platform automation is being trusted blindly, and where it is being overridden without the conversion data to back the override.

Budget and impression-share ceilings. Whether daily caps, impression-share targets, and bid limits are quietly capping growth the bidder is otherwise ready to scale.

How I think about it

Method

I do not start by changing the bid strategy. I start by checking what the bidder is being fed: are the conversions clean, is the signal volume high enough to learn from, is the campaign structure concentrating signal or scattering it. Most underperforming smart bidding setups are not failures of the strategy, they are failures of the diet.

Once the inputs are right, the strategy decision is straightforward: which lever this campaign needs first, what the platform can be trusted with, and what should still be ridden manually until the data catches up.

Want this checked on your site?

Want me to check what your account is feeding the bidder, and whether the strategy on each campaign matches the conversion data underneath it?

Get the audit